The high margins that accrue from Consultative Selling are your reward for adding high value to the customer operations that you affect. The more you know about them, and the better you are able to implement what you know in proposals for performing them more cost-effectively, the greater your value will be—and accordingly, the higher the price you will command.

Consultative Selling is industry-specific. Within each industry, it is operation-specific. Business operations in customer companies are your end users, your true markets. Depending on the way they operate, they create the costs that you can reduce or do away with entirely. They can add new sales revenues or productivity if you can show them how to do ...

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